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Real Racing GTI

Award: Wood Pencil

Wood Pencil / Mobile Marketing / Mobile Applications / 2010

To introduce Volkswagen’s all-new 2010 GTI, AKQA launched a campaign that honoured the car’s legacy as ‘the original hot hatch’. Real Racing GTI gave fans their first chance to drive the car in all its road-hugging glory. The iPhone app included a virtual showroom, global leaderboard, and the ability to share fastest laps on YouTube. Meanwhile, its GPS function guided customers to the nearest dealer to take a test drive. To keep people racing, AKQA worked with Volkswagen to create the ultimate reward: six one-of-a-kind GTIs. Within one week of launch, Real Racing GTI became the number one free app in 36 countries, eventually scoring more than six million downloads.

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